摘要
面对日趋激烈的外部竞争环境,国外企业之间开始从竞争转变为合作竞争关系,在营销方面的合作也成为企业获得竞争优势的另一个重要手段。论文通过对三种营销合作理论的对比分析,力图充实营销合作理论,并对我国企业营销合作的实践提供参考。
Facing increasing competition,China's national companies are starting to cooperate with each other. Cooperation in marketing becomes an important approach for companies who look forward to gaining competitive advantages. This paper has a comparative analysis of three marketing cooperation theories. It is hoped that this article can play a referential role in practice of marketing cooperation of national companies.
关键词
共生营销
合作营销
顾客价值
marketing
cooperation marketing
value of customers
